In the evolving story of Africa’s digital transformation, Samrawit Fikru stands out as one of the boldest innovators. From a small town in Ethiopia to the helm of one of East Africa’s most disruptive tech startups, she has reimagined urban transport through local ingenuity, female-led technology, and a relentless drive to solve everyday problems.
As the founder and CEO of Hybrid Designs PLC, the parent company behind RIDE, Ethiopia’s leading ride-hailing platform, Samrawit is steering the nation’s capital toward a smarter, safer, and more inclusive mobility future.
A Curious Mind Shaped by First Encounters
Born in Asella, a town nestled in Ethiopia’s Arsi Zone, Samrawit first encountered a computer at the age of 17 after moving to Addis Ababa. That encounter sparked a fascination that soon evolved into a career. Determined to break into tech, she earned a diploma in software engineering from MicroLink Information Technology College in 2004, followed by a Bachelor of Science degree from HiLCoE School of Computer Science and Technology.
Her first practical innovation came while managing a CD and electronics shop, where she developed a custom point-of-sale system to track inventory and sales. That problem-solving mindset, paired with a deep understanding of local market realities laid the groundwork for what would become a groundbreaking tech enterprise.
Solving Real Problems with Real Tech
The idea for RIDE was born out of necessity. Late nights in Addis were difficult to navigate safely, especially for women. Unpredictable taxi fares and the lack of a standardized system exposed significant gaps in urban transport.
In 2014, Samrawit launched RIDE, initially a basic SMS-based taxi dispatch service under Hybrid Designs. By 2017, it had evolved into a fully operational mobile app supported by a 24/7 customer call center. Today, RIDE provides tens of thousands of Addis Ababa residents with reliable transportation via smartphones and call-ins, serving everyone from office commuters to late-night travelers.
The service empowers over 1,300 professional drivers and has become a trusted platform for businesses and individuals alike.
Building a Tech Company with Women at the Core
One of the most revolutionary aspects of RIDE lies not only in the product but in the team behind it. Samrawit deliberately staffed her tech development unit with 90% women, challenging the prevailing gender imbalance in Ethiopia’s technology sector. This move was as much about representation as it was about capacity-building: she wanted young women to see themselves as creators, not just consumers, of technology.
By cultivating a diverse and skilled workforce, Samrawit has proven that inclusive hiring isn’t a compromise, it’s a strategic advantage.
Expanding the Vision Beyond Transport
Under her leadership, RIDE has extended beyond taxis. The platform now includes Ride Food for deliveries, Ride Logistics for business transport solutions, and even expanded its reach into neighboring Djibouti, setting the stage for pan-African scalability.
But her ambitions don’t stop at mobility.
In 2022, Samrawit launched Sewasew, a homegrown music streaming platform that promotes Ethiopian artists and celebrates local soundscapes. She also invested in Tirita FM, a radio station based in Addis Ababa, establishing a creative ecosystem that bridges digital media, music, and cultural preservation.
These ventures reflect her belief that technology is not just about efficiency, it’s about identity, accessibility, and storytelling.
Recognition on the Global Stage
Samrawit’s pioneering work has not gone unnoticed. She was named among the BBC’s 100 Women in 2022, an honor that recognizes influential and inspiring women from around the world. The same year, she was listed among the Rest of World 100 Global Tech Changemakers, solidifying her status as a continental force in digital innovation.
Yet, despite her international accolades, she remains grounded in local impact. Her leadership philosophy centers on solving problems that matter to the people she serves, whether that’s safe transport, accessible music, or inclusive employment.
A Vision Rooted in Impact
Samrawit Fikru’s journey is a masterclass in African-led innovation. She didn’t import a solution; she built one from the ground up, tailored to the cultural, economic, and infrastructural realities of Ethiopia. Through RIDE, she has not only modernized the way Ethiopians move but also demonstrated the immense value of homegrown tech.
Her work exemplifies the intersection of necessity, innovation, and equity. In a world where digital transformation often leaves some behind, Samrawit is creating platforms that bring everyone along for the ride.
She’s not just changing the way people get around. She’s redefining who gets to build the future.
